Aldi lead within six of the nine supermarket sub-categories. Two of the categories it did not lead in, deli and seafood, Aldi does not have specified customer service counters for.

Supermarket satisfaction sub-categories: the ALDI effect

Source: Roy Morgan Single Source (Australia), July 2015-August 2016, n=6,076. Base: Australians 14+ who mainly shopped at each supermarket in last 4 weeks

Norman Morris, Industry Communications Director at Roy Morgan Research, said it appears supermarkets must try and please everyone all of the time to remain coemptive.

“As the German discount giant continues its Australian expansion, its influence is growing,” Morris said.

“Since it moved into South Australia at the beginning of 2016, the proportion of SA residents who mainly or sometimes shop there has shot up to 19%. In Western Australia, where it opened in June, a similar trend appears to be taking shape. It will be interesting to see whether this increased customer volume takes ALDI’s satisfaction to even greater heights in months to come,” he said.